Brand USA, the new tourism marketing entity responsible for promoting the United States to world visitors, unveiled Monday the USA’s first-ever comprehensive marketing campaign.
“Our goal is nothing short of rekindling the world’s love affair with the USA – the place, the spirit and the dream,” said Brand USA CEO Jim Evans.
Rosanne Cash, daughter of American music legend Johnny Cash and Grammy award-winning singer/songwriter, has composed an original song, “Land of Dreams,” to serve as the heart of the campaign.
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Initial advertisements feature Cash playing the song under New York’s Brooklyn Bridge, accompanied by musicians from around the world. As part of its marketing efforts, Brand USA will extend invitations to musical artists from around the world to come perform their music in their favorite U.S. cities and towns, profiling their trips and favorite things about the USA online and through social media. “Land of Dreams” is available for free download at DiscoverAmerica.com.
Brand USA, which created the campaign in partnership with JWT, the organization’s agency of record, will employ a fully integrated marketing strategy, using a mix of 60-, 20- and 15-second television spots, as well as digital, billboard and print advertisements and an online presence and social media strategy to reach potential visitors.
Facebook, Twitter and YouTube pages will showcase country specific promotions and engagements and the newly re-launched website DiscoverAmerica.com will act as visitors’ information portal for trip planning.
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The first wave of advertising launches in-market May 1st in the United Kingdom, Japan and Canada, with a budget of $12.3 million for the first three months. A second wave will follow in Brazil and South Korea, with several other markets to follow.
Brand USA has been created to increase international visitation to the U.S. through marketing and promotional efforts to drive job creation and spur economic growth.
According to the U.S. Travel Association, the average overseas visitor to the United States spends $4,000 per trip, and 35 incremental overseas visitors support one new U.S. job.